Dubai’s reputation as a global business and lifestyle hub continues to attract international brands seeking to tap into its fast-growing consumer market. Among them is Velo Coffee Roasters, one of Ireland’s leading coffee brands, which is expanding into the UAE with its innovative Velo Coffee + Protein a high-performance coffee blend infused with 12 grams of protein.
Now available on Kibsons, one of Dubai’s leading online grocery platforms, Velo Coffee + Protein caters to the emirate’s health-conscious professionals, fitness enthusiasts, and entrepreneurs who seek high-quality, functional beverages.
Dubai’s focus on innovation, wellness, and premium consumer experiences makes it an ideal market for functional beverages. The UAE’s functional beverage sector is projected to grow at a CAGR of 8.57% from 2025 to 2030, driven by increasing demand for nutrition-focused products and clean-label alternatives.
The city’s fitness industry, currently valued at over $700 million, is expected to surpass the billion-dollar mark in the coming years, reflecting a growing consumer base investing in high-quality nutrition and performance-enhancing products. With strong demand for dual-purpose beverages that combine premium ingredients with functional benefits, Velo Coffee Roasters is well-positioned to cater to this market.
“Dubai is a natural choice for our expansion,” says Rob Horgan, founder of Velo Coffee Roasters. “The city values quality, innovation, and performance principles that define our brand. Coffee consumption habits are evolving, and we see a significant opportunity for functional beverages that offer more than just great taste.”
Velo Coffee Roasters joins a thriving Irish business community in the UAE, where economic ties between Ireland and the region continue to strengthen.
- Bilateral trade between Ireland and the UAE exceeds €2.25 billion annually, covering key sectors such as food exports, technology, and pharmaceuticals.
- Between 10,000 and 12,000 Irish nationals live and work in the UAE, contributing to diverse industries, including retail, hospitality, finance, and aviation.
- The UAE imported approximately $698.73 million worth of Irish goods in 2023, with food and beverage exports playing a crucial role.
- Around 60 Irish businesses have a physical presence in the UAE, with an additional 150 Irish companies exporting to the region, particularly in aviation, aerospace, and technology.
“The UAE is a key growth market for Irish businesses, and we’re proud to be part of this growing success story,” adds Horgan. “We’re bringing an innovative coffee product to a region that values quality, performance, and premium nutrition.”
The global functional beverage industry is projected to reach $295.71 billion by 2030, growing at a CAGR of 10.51%, with protein-infused coffee emerging as a key category. Consumers are increasingly moving away from sugar-laden, high-calorie energy drinks in flavour of premium, health-conscious alternatives.
Velo Coffee + Protein aligns with this shift, offering a low-calorie, nutrient-packed alternative to traditional coffee and protein shakes. The product:
- Is made with 100% roasted Arabica beans
- Is blended with ProTherma® whey protein, developed in Ireland by Glanbia Nutritionals
- Is unsweetened, unflavoured, and suitable for vegetarians
- Is ready in under five minutes using a French Press or Aeropress
- Contains only 49 calories per serving
At AED 49.50 for a five-serving pack, Velo Coffee + Protein is positioned as a premium yet accessible addition to daily routines, from morning productivity boosts to post-gym recovery.
Expanding in the Middle East
For Velo Coffee Roasters, Dubai represents a strategic first step into the Middle East’s premium coffee and wellness market. With an increasing number of European and international brands entering the region, Velo aims to establish itself as a leading name in the functional coffee segment.
“Dubai is more than just a new market for us it’s the first step in building our regional presence,” Horgan adds. “The city’s strong demand for premium, performance-driven products make it an ideal launchpad for our expansion across the Middle East.”
As part of its growth strategy, the company is exploring partnerships with retail and hospitality brands, expanding distribution, and bringing its innovative coffee blends to a wider audience in the UAE and beyond.
With its entry into Dubai, Velo Coffee Roasters joins a growing list of global brands capitalising on the emirate’s appetite for premium nutrition and wellness innovation. If successful, its functional coffee concept could pave the way for further regional expansion in the coming years.
